Chapter 1 (Compatibility Mode)

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright 2015 Pearson India Education Services Pvt. Ltd.
CHAPTER 1:
Brands and Brand
Management
Define brand, state how brand differs from a product,

and explain what brand equity is.
Summarize why brands are important.
Explain how branding applies to virtually everything.
Describe the main branding challenges and opportunities.
Identify the steps in the strategic brand management
process.

Learning Objectives
Brand Elements
Brands Versus Products

What Is a Brand?
Different components that identifies and differentiates a

brand
Name,
logo, symbol, package design, or other
characteristic.
It can be based on people, places, things, and abstract
images.

Brand Elements
Brand Versus Product

Product
It has dimensions that

differentiate it in some way
from other products designed
to satisfy the same need.
Anything available in the

market for use or consumption
that may satisfy a need or
want.
It can be differentiated on the

basis of:
Packaging
Services provided
Customer advice
Financing
Delivery arrangements
Warehousing
Other things valued by the
customers
It can be categorized into five

levels namely:
Core benefit level
Generic product level
Expected product level
Augmented product level
Potential product level

Brand
To Sum Up ....
Create perceived differences amongst products.

Develop loyal customer franchise.
Create value that can translate to financial profits.

Through branding, organizations:
Consumers
Firms

Why Do Brands Matter?
Encompass all types of customers, including individuals as

well as organizations.
Functions provided by brands to consumers are:
Identify the source or maker of the product.
Simplify product decisions.
Lower the search costs for products internally and
externally.
Helps set reasonable expectations about what consumers
may not know about the brand.

Consumers
Consumers (Continued)
Signal product characteristics and attributes.
On the basis of attributes products can be classified as:
Search goods
Experience goods
Credence goods
Reduce risks in product decision
These risk can be categorised as
Functional
Physical
Financial
Social psychological
Time

Brands provide valuable functions

Simplify product handling and tracing.
Help organizing inventory and accounting records.
Offer the firm legal protection for unique features or
aspects of the product.
Provide predictability and security of demand for the firm
and creates barriers of entry for competitors.
Provide a powerful means to secure competitive advantage.

Firms
Figure 1.3: Roles that Brands Play

Physical Goods
Services

Can Anything Be Branded
Business-to-Business Products
High-tech Products

Physical Goods
Role of Branding with Services

Professional Services

Services
Retailers and Distributors

Online Products and Services
People and Organizations

Can Anything Be Branded
Sports , Arts, and Entertainment

Geographic Locations
Ideas and Causes

Role of Branding
Branding is universal and pervasive in different product

categories.
Applicable to both tangible and intangible offerings of an
organization.
Technological developments have impacted the way firms
market their offerings.
Organizations reap financial benefits from positive brand
images.

To Sum up....
Brands that have been market leaders in their categories

for decades.
Any brand is vulnerable and susceptible to poor brand
management.

Strong Brands
Savvy Customers
Economic Downturns
Brand Proliferation
Media Transformation

Factors Responsible for Branding

Challenges
Increased Competition
Increased Costs
Greater Accountability

Factors Responsible for Branding

Challenges
Figure 1.9: Challenges to Brand Builders

Principles of branding and brand equity

Differences in outcomes arise from the added value
endowed to a product.
The added value can be created for a brand in many
different ways.
Brand
equity provides a common denominator for
interpreting marketing strategies and assessing the value
of a brand.
There are many different ways in which the value of a
brand can be exploited to benefit the firm.

Brand Equity
Identifying and Developing Brand Plans

Designing and Implementing Brand
Marketing Programs
Measuring and Interpreting Brand
Performance
Growing and Sustaining Brand Equity

Strategic Brand Management

Process
Brand Positioning Model

Brand Resonance Model
Brand Value Chain

Identifying and Developing Brand

Plans
Choosing
Brand
Elements
Integrating
the
Brand
into
Marketing
Activities and the Supporting Marketing
Program
Leveraging
Secondary Associations

Designing and Implementing Brand

Marketing Program
To manage brands profitably, managers must implement a

brand equity measurement system.
Brand equity measurement system involves:
Brand audits
Brand tracking studies
Brand equity management system

Measuring and Interpreting Brand

Performance
Defining Brand Architecture

Managing Brand Equity Over Time
Managing Brand Equity Over Geographic
Boundaries, Cultures, and Market Segments

Growing and Sustaining Brand Equity
Figure 1.12: Strategic Brand

Management Process


Thank you.

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Define brand, state how brand differs from a product,

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Brands Versus Products

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Different components that identifies and differentiates a

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Brand Versus Product

It has dimensions that

Anything available in the

It can be differentiated on the

It can be categorized into five

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Create perceived differences amongst products.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Through branding, organizations:

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Why Do Brands Matter?

Encompass all types of customers, including individuals as

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Brands provide valuable functions

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Figure 1.3: Roles that Brands Play

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Can Anything Be Branded

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Role of Branding with Services

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Retailers and Distributors

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Can Anything Be Branded

Sports , Arts, and Entertainment

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Branding is universal and pervasive in different product

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Brands that have been market leaders in their categories

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.

Factors Responsible for Branding

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Copyright 2015 Pearson India Education Services Pvt. Ltd.